Billboards remain an effective display of advertising for restaurants

Jeremie Bohbot

LOS ANGELES , October 8, 2013 (Off The Menu) – Never underestimate the power of a billboard.

Currently, I can look right outside my office window and see a huge billboard for Burger King’s “Buy One Get One Free” offer for its original chicken sandwich. Is it a coincidence that I took advantage of this special offer the other day?

And was it also a coincidence that while at the drive thru of a Del Taco, I see the same Burger King billboard and started questioning right then and there whether I really wanted Macho Nachos?

Consumers these days may think they’re smarter than the ones before them, but don’t be fooled: We’re easily swayed by large signs highlighting your latest burger creation. Often, we take the same route to our various places of interest on a regular basis, meaning we’re bound to see the same billboards time and time again. And believe me when I tell you: Your messages sink in.

That’s not to say that other means of product placement aren’t important. TV commercials, online promotions: They all have a place. But classic advertising like placing a juicy hamburger on a huge billboard right near a busy freeway will never go out of style.

Nevin Barich is the Food and Beverage Analyst for Industry Intelligence. He can be reached at nevin.barich@industryintel.com

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